Right now roughly 57 percent of the US population has a smartphone and this number is estimated to grow about 68 percent by 2017 (IDC Research Report 2013). If you look at a recent study by Cisco, they estimate the mobile internet will grow 66 percent each year over the same time frame. It’s pretty obvious to see why everyone is talking about mobile and mobile applications. Mobile offers tremendous opportunities when it comes to marketing because consumers are increasingly using their phones to research products and services.
A company with a solid mobile presence will see a huge difference in their sales. Therefore, we here are some key items that you should look at when approaching your mobile app or web site.
Focus on User’s Behavior
Consumers with smartphones are a group who are not only eager to buy, but also use their smartphone to search for information relative to the products they are looking to buy. This intent offers a huge opportunity for marketers. This intent can easily be capitalized on.
Treat Mobile as a Unique Marketing Medium
While many folks think of mobile similar to the web, the mobile experience on smartphones and tablets is much different. Mobile has completely different requirements and mobile users have completely different needs. Key to the mobile experience is the phrase “less is more”. Additionally with the small device sizes, you need bigger fields and data spread out across more pages. Remember that users don’t like to scroll down a really long page on a smartphone; they will lose interest and look somewhere else.
Geo-targeting offers fantastic opportunities to pinpoint marketing opportunities and to deliver carefully targeted content based on the exact location of the user. Geo-targeting allows you to reach the right consumers, at the right time, at the right place. To make it even better, since it’s happening on a smartphone, you can offer customers incentive to visit while users are out shopping, examples include coupons. Additionally ads can also be matched to what consumers are browsing for on their smartphone, this dramatically increases effectiveness.
Click to Call
Smartphones offer a new opportunity to connect on the go. Mobile advertising is powerful, but it’s better to take it one step further. A recent study by iAquire shows that about 70% of mobile searches lead to action within an hour. Therefore the best thing to do is to allow consumers the chance to buy right then. You can enable your ads so that consumers can directly call you by clicking on your ad.
Mobile is here and it is here in a big way. Just slapping up a quick mobile web site is not enough to capitalize on available opportunities. Mobile gives you the chance to encourage a response and persuade action right then and there. This gives you a tremendous chance in increasing sales conversions. By focusing on the behavior of mobile users and carefully designing tools to stimulate responses, mobile conversions can be significantly increased. Mobile marketing offers a massive opportunity to marketers who understand that mobile is not just another technology.